Lead nurturing has evolved into a multi-channel process focused on building relationships with prospects until they are ready to buy, emphasizing the need for marketers to go beyond email-centric strategies. The essential steps include developing a strategy, creating audience personas, segmenting the audience, and optimizing content based on insights. Effective lead nurturing can significantly improve conversion rates and revenue for organizations that leverage best practices and data-driven approaches.

2. Crash Course in Lead Nurturing
2

3. Today’s Speakers
Sean Callahan
Senior Manager, Content Marketing
LinkedIn
@sean_f_callahan
Justin Gray
CEO
LeadMD
@Jgraymatter

4. #LinkedInNurturing
4

5. 5
Lead Nurturing Is the Process of
Building Relationships with Prospects
Until They’re Ready to Buy

6. The 3-Martini Lunch: What Lead
Nurturing Used to Be
6

7. 7
The Buyer’s Journey Has Changed…
And So Has Lead Nurturing

8. 88
Marketing Takes Control of Lead
Nurturing… And Has Built an
Automated and Always-On Process

9. 99
Under the Marketing Department,
Lead Nurturing Has Been Email Centric

10. 1010
Email’s Two Main Drawbacks:
• 95% of Website Visitors Don’t Share an
Email Address
• 80% of Prospects Who Have Shared an
Email Address Don’t Open Their Emails

11. 1111
That’s Why Marketers Are Embracing
Multi-Channel Nurturing

12. 1212
The Building Blocks
of Lead Nurturing Program

13. 1313
1. Develop Your Strategy. (Word to the
Wise: Include the Sales Team).

14. 1414
2. Develop Personas.

15. 1515
3. Segment Your Audience.

16. 1616
4. Create Content Based on Your
Audience Segments.

17. 1717
5. Optimize, Test, Measure.

18. 1818
6. Maintain a Clean, Updated
Database.

19. 1919
7. Move Your Lead Nurturing
Beyond Email.

20. Today’s
Promise
 Define the fundamentals of Nurture
 Make it not sound so incredibly nebulous
 Provide a framework to succeed

21. About LeadMD
 Digital Marketing
consultancy specializing
in making strategy
actionable
 Focused on the Marketo
platform
 7 Years and 2600+
engagements

22. At the end of the day,
we know one thing:
Trust and Education win deals.

23. 28% Year over year
increase in revenue
Among marketers who used Best in Class Lead
Nurturing.*
*Aberdeen Group

24. 125% Overall Marketing
ROI
vs. 86% in orgs that did not effectively
nurture leads.*
*Aberdeen Group

26. The
traditional
funnel is just
garbage

27. For every 400
inquiries, only 1
becomes a closed
opportunity.
That is a
conversion rate
of .25 percent

28. Lead Nurturing Framework
 Total Market
 Ideal
Customer
Profile
 Ideal Buyer
 Persona
3. Message2. Channel1. Buyer Database 4. Timing
 Email
 Social
 Online
 Sales Enable
 Paid/SEO
 Inline
 Asset
 Alignment
 Referral
 General
 Persona
 Buying Stage
 Journey
Mapping

29. 1.
Focus on your Database
Over half of B2B marketers (59%) noted that their
databases were incomplete.*
*Aberdeen Group

30. CRM
Persona
Title
Contact
Persona
Account
}
Set yourself up for success

31. Let’s talk about data structure under this model
IBP

32. What is an Total
Addressable Market?
 Total addressable
market (TAM) is a term that is
typically used to reference the
revenue opportunity available
for a product or service.

33. What is an ideal
customer profile?
 A description of a customer or
set of customers that includes:
- Demographic
- Geographic
- Psychographic characteristics
- As well as buying patterns,
- Creditworthiness
- Purchase history

34. What is an ideal
buyer persona?
A buyer persona is a detailed profile
of your ideal buyers based on
market research and real data about
your actual clientèle.
The more detailed your personas
are, the more results they’ll yield.

35. 2.
Take a multi-Channel
Approach
45% of marketers say <4% of email contacts
convert to qualified leads.*
*Hubspot

36. Marketing
Automation
Social
Online & Paid
Retargeting
Sales
Enablement
Nurture Mix

37. OFFERS
EDUCATION AND THOUGHT
LEADERSHIP
SOLUTIONS AND PRODUCT
SUITABILITY
DECISION SUPPORT AND
CREDENTIALS
Online Best Practices
• Quarterly Playbooks
Third-party Programs
• Analyst Report
Ad-hoc Programs
• Category-based programs
based on market insights or
timely events
• Demos
• Discounts
• Proof of Concept
• Sales Presentation
• Pricing
• Trial Implementation plan
Channel Alignment

38. 3.
Map Content to the Buyer
Marketers who use personas and map content to the
buyer’s journey enjoy 73% higher conversions over
those who did not.*
*Aberdeen Group

39. Three Core
Data Sets

40. Content Mapping Keys
 Buyer/Account Persona
 Tailored Content that Converts
 Marketing & Sales Messaging is more than ’Air Cover’
- It is central to ABM Strategy & Execution

41. A = Goes to Sales
B = BDR
C = Off to Marketing
Align the relevant resource
D = Off to Marketing

42. Meet Our Primary Buyers (IBP)
Extremely
knowledgeable who’s
personality differs based
on her organization
 60% of buyers
 Guards her “island” and is
most cautious.
 Doesn't want a long term
engagement.
 Most purchasing authority
 Always looking for “gotchas”
so be on your game
Rising RitaEntrenched Edward Startup Sue
Young up and comer
in a rising institution
 15% of buyers
 Least time at position
 Replacing the old
guard's contractual
relationships.
 Aspiring to be the best
of the best
 A bit arrogant, but
smart, ultimately an
influencer you want on
your side
Tenured Exec with the
same lead manager
doing the same thing
and is bored to death
 20% of buyers
 Most time at position
 They want a fling and
they want it now
 High budget control, can
be a third party
consultant
Young, aggressive &
looking for love
 5% of buyers
 Most tech literate
 Lowest revenue,
smallest firm, influencer
level
 A marketing unicorn
who does a little bit of
everything
 A great partner for a
long lasting business
relationship
Poly Pam

43. 4.
Align to the Buying Stage
The use of Journey Maps led to a 40% increase in
lead velocity.*
*New Business Strategies

44. The Role
of Content
 Show how persona’s drive:
- Ideation
- Alignment
- Creation
- Execution
- Analytics

45. The
Evolution of
Marketing
IQ

46. Page 46
Cheat Codes
Qualitative  Quantitative  Qualitative

47. Get the LeadMD Guide to Buyer Centric
Revenue
leadmd.com/resource/topo-casestudy

48. Thank you!

49. Questions?
Sean Callahan
Senior Manager, Content Marketing
LinkedIn
@sean_f_callahan
Justin Gray
CEO
LeadMD
@Jgraymatter